DO GOOD OR DIE

This is my second attempt at writing another ATTICUS paper. Do Good or Die is an attempt at understanding the paradigm shift from branding to service. The shift from making profits to being ethical and doing good to society and people. This paper explores how Return on Investment is making way for Return on Involvement. How Social Media and Social Responsibility is changing the way brands are marketed and its future impact on Earth and people living on the planet. How Social Media and Social Responsibility will help brands become more acceptable to people and society. It also explains how Sustainability will become the core focus of brand marketing in an era of increased globalization.

Do Good or Die

View more presentations from Roop Mukhopadhyay.

Considered Design - The Next Wave

In the beginning of 2010, when I was writing my thesis paper on Sustainability and intelligent ways of using resources, how it is becoming the most important and critical factor is developing a global brand, seldom did I know that Nike was actively creating a Considered Index Calculator as part of their Environmental Apparel Design Tool. You should also check out their Corporate Responsibility and Sustainability report, one of the best data visualization report I've come across.

I was so happy to find out that Nike is playing a leadership role in this area and together with brands like Patagonia, Adidas, Espirit, Levi Strauss, JC Penny, Walmart, H&M, M&S, Target, Timberland along with Outdoor Industry Association, Duke University, Environmental Defense Fund and US Environmental Protection Agency and many others in creating the first Sustainable Apparel Coalition. The new Sustainable Apparel Coalition will establish a common index setting industry wide benchmarks for ecological credentials of clothing and footwear.

Am sure we'll see more companies, universities and govt. bodies coming together from across industries to create coalition indexes and benchmarks together. Personally I think in India, the telecom giants should come together to create an Index that delivers meaningful Value Added Service. I also think all the Life Insurance companies in India should come together to create a Claim Transparency Index. Its seems like a great proposal but the later is highly impossible given banking and transparency don't go together. But when you give it a serious thought, you will see, how deeply it can impact the lives of our people.

Do share your thoughts and comments.

Kolkata is a plastic free city

Dad has come to meet me in Bangalore. I'm happy and even more happier because he shared a wonderful news with me. Kolkata has banned usage of plastic bags in the city. Good to hear small things happening back at home. Kolkata - the City of Joy will surely become a happier city very soon. The state government has passed a bill, banning usage of plastic bags in the city and imposed severe fine on people who disobey the law. The municipal corporation is keeping a strict vigil on the city dwellers. People have started using recycled newspaper/paper - 'thonga' as we call it in Bengali is back by popular demand.

As part of green marketing, I think retailers and grocers across India should immediately start implementing the same. Two clear benefits of using recycled paper bags - 1) keep your city green 2) wonderful opportunity to generate employment.

Yay, there's lot to learn from Kolkata.

Eco Logic

John Grant has been advocating Eco Marketing since long. He predicted Eco is one issue to watch out for in 2007. He is right when he said so. I find his articles on Go Green very interesting and insightful. Do read it here, here and here if anyone of you have missed it.